Google’s New Policy Shakes Up NFT Gaming Landscape

• Google’s policy update for NFTs is scheduled for September 15.
• Google aims to encourage blockchain video games using NFTs for in-game items.
• The policy allows the promotion of NFT-based cosmetics, weaponry, and virtual items in games.

Google has unveiled a policy update set to roll out on September 15 for NFTs. The tech giant’s latest initiative marks a pivotal step towards establishing a more open yet regulated approach to blockchain and NFT games within its advertising ecosystem. While Google embraces the idea of promoting blockchain video games utilizing NFTs, it simultaneously imposes strict limitations on certain crypto gaming aspects.

The cornerstone of this policy update is Google’s newfound openness to allow advertisers to promote blockchain video games that employ NFTs for in-game cosmetics, weaponry, and other virtual items. This shift paves the way for a more vibrant and dynamic NFT gaming market.

Google’s new policy comes with a catch

However, Google’s embrace comes with a caveat. The policy explicitly restricts gambling-related crypto games and any games that offer token staking rewards. In essence, Google distinguishes between NFT gaming as a tool to enhance gameplay and NFTs as vehicles for gambling mechanics.

Under this updated ad policy, any crypto or NFT game permitting players to “wager or stake NFTs in exchange for the opportunity to win anything of real-world value,” including NFTs themselves, will not be permitted to advertise with Google. The company also firmly denies ads for “social casino games” that grant users NFTs and “real-money gambling” games.

Notably, games allowing users to stake or “lock up” their crypto or NFTs to earn crypto over time also fall within the forbidden category under Google’s new crypto ads policy.

Google’s approach extends beyond mere restrictions; it mandates that anything involving elements Google deems as “gambling” be subject to additional restrictions and necessitates firms to obtain gambling licenses or certifications through Google’s gambling application.

This proactive stance underscores Google’s commitment to differentiating between NFTs used to enrich gameplay and those facilitating gambling mechanics, prioritizing user safety and regulatory compliance.

This latest development builds upon Google’s July announcement of new rules for the mobile Google Play Store. In those guidelines, Android developers received the green light to incorporate NFTs into their games, provided they abstain from integrating gambling mechanics.

Notably, the sale of NFT “bundles” through gacha or loot box-style mechanisms is expressly prohibited, reinforcing Google’s commitment to responsible gaming practices.